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Purchase behaviour due to sponsoring in a league comparison
The survey compares purchase behaviour across Bundesliga fans, 2. Bundesliga fans, and dual-league followers — premium willingness, brand recommendation, and provider choice.
PREMIUM
Source
Source
ONE8Y
Survey period
Survey period
05/15/2026 - 05/17/2026
Survey country
Survey country
Germany
Sample
Sample
n=1,512 people interested in soccer (top 2 on 4-point scale), with n=344 Bundesliga fans, n=64 2. Bundesliga fans and n=1,058 fans of both leagues
Question
Question
To what extent do you agree with the following statement: ‘I am willing to pay a little more for a product if the brand supports my favorite sport.’/ 'I actively recommend brands whose advertising has convinced me to my friends and family.'/ 'The sponsorship of my favorite soccer team is an important factor for me when choosing a new electricity, insurance, or telecom provider.'